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This study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and extended technology acceptance model (TAM). The results showed that TAM factors, perceived value, and perceived enjoyment had significant effects on attitude toward online purchase, while the TPB inputs, perceived enjoyment, and e-commerce exchange image played strong roles in influencing online purchase intention. The results also showed that perceived enjoyment helped to raise the predictive power of attitude dramatically, while the e-commerce exchange image contributed a high portion to explain online purchase intention variation. The results indicated that the e-commerce trading platforms need to focus on improving their images and on increasing customers' experience to improve their business performance. Plain Language Summary: Prediction of online purchase intention on e-commerce platforms This study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and technology acceptance model (TAM). The study proposed a model with 13 hypotheses from the literature review. The hypotheses were tested using data collected from 326 e-commerce consumers in Vietnam. The PLS-SEM approach was used for analysis. The results showed that TAM factors, perceived value and perceived enjoyment had significant effects on attitude towards online purchase, while attitude, perceived enjoyment and e-commerce exchange image played strong roles influencing online purchase intention. The results also showed that the perceived enjoyment helped to raise the predictive power of attitude dramatically, while e-commerce exchange image contributed a high portion to explain online purchase intention variation. Other specific contextual factors may be incorporated into the integrated model to better explain online purchase intention. The results indicated that the e-commerce trading platforms need to focus on improving their image and on increasing customers' experience in order to improve their business performance. This is among the first studies that investigates the integration of the TPB and TAM for e-commerce behavioral intention research incorporating e-commerce exchange image as an important factor that affects online purchase intention. The new integrated model has verified its value to considerably enhance the capability to predict the variations of attitude towards online purchase and online purchase intention. [ABSTRACT FROM AUTHOR]

This research aims to examine the second-stage moderating role of situational context of the pandemic on the relationships between different aspects of electronic word of mouth (eWOM) and actual online purchase behaviour through intention. The proposed model was tested based on 546 experienced online customers during the fourth wave of COVID-19 in Hochiminh City. Without the moderating effect of situational context (e.g. disease avoidance), the results showed that the effect of either eWOM credibility or quantity on actual online purchase behaviour is positively partially mediated through intention. With the moderating effect of situational context, low versus high situational context can make the online purchase intentionbehaviour gap from a minimal difference to a large difference even though the relationship between intention and behaviour is still significant. This research contributes to theory regarding the actual online purchase behaviour and the situational context that affects the translation of intention into behaviour. Besides the implications for eWOM, the current study also reminds the importance of actual online purchase behaviour in the real business world as well as suggests the use of scarceness persuasion tactics to increase the customers' stimulation. [ABSTRACT FROM AUTHOR]

Purpose -- The study has three primary purposes, i.e. (1) to examine the determinants influencing customers' online purchase intent for modest wear; (2) to measure the effects of electronic innovativeness, fashion innovativeness, perceived value, and trust on the intent to buy modest wear via the Internet; (3) to inspect how the factor "trust" can affect the "perceived value" of modest wear purchase through e-commerce; and (4) to explore the roles of "attitude" and "religiosity" in influencing customers' intent to purchase modest wear online. Design/methodology/approach -- 561 Muslim consumers were reviewed in the study. According to the conceptual framework established through a literature review on the constructs suggested, measurement items were modified to the study's perspective, and a 31-item questionnaire was applied. A regression examination of potential variables was applied using ADANCO version 2.0.1 software and the PLS-SEM. Findings -- The findings signify that the leading factors affecting online modest wear purchase intent are fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity. Meanwhile, trust is the predictor of perceived value, and religiosity is the predictor of attitude. Originality/value -- There are only two notable studies that focus on modest fashion purchase intention in the online channel with examining only three influential factors. The study is an initial effort to examine new and more complete leading factors affecting online modest wear purchase intent including fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity. [ABSTRACT FROM AUTHOR]

Nowadays, it is no longer a challenge to buy from companies that offer their products and services through the Internet. More and more companies have adapted to the new economy and integrated digital technologies in the production and marketing processes, being aware of the competitive advantage offered by them. Digital business transformation is an ongoing complex process that provides a business environment characterized by flexibility and greater customer involvement. The study of consumer behavior in the process of online purchases contributes to the development of online marketing strategies and understanding the factors that determine the purchase decision. The article aims to study the behaviors of individuals in 35 European countries in the process of online shopping in 2020 starting from the main categories of products sold online and the origin of sellers. The methodology of hierarchical clusters was used, and the results obtained highlight significant differences between the behaviors of individuals in the analyzed states regarding the category of purchased products and the origin of sellers. [ABSTRACT FROM AUTHOR]

Background: Electronic commerce of food products has a very important role to play in creating consistent demand for farmers’ products and linking farmers directly to final consumers. The preference of consumers toward online purchases is one of the most important drivers of the e-commerce industry. The objective of the current study is to examine the preference and constraints of online purchase of food products from consumers’ perspectives in Bangalore city of India. Methods: In this study primary cross-section data were collected using a pre-tested schedule between February and May of 2019 from different localities of Bangalore city including Mahadevapura, Sanjaynagar, Jayanagar, etc where most of the online shoppers of food products were located to have a fair demonstration of different socio-economic strata. Descriptive statistics along with principal component analysis were adopted as research methods. Result: The study revealed that home delivery, wide availability of products and the ability to compare prices of products were among the most influencing factors toward the online purchase of food products online along with convenience and saving time. On the other hand, perishability of products, problematic return policy, limited sensory information and security of information were limitations of online purchase of food products in Bangalore city. [ABSTRACT FROM AUTHOR]

Background and Purpose: Online activities are present in almost every aspect of people's daily lives. Online purchases are also increasing each year and therefore it is important to investigate what influences online purchase intentions. Online purchase intentions are among everything else, influenced by the fear of identity theft and perceived risk. Design/Methodology/Approach: The online survey was conducted among 190 participants from Slovenia. The relations between the constructs of fear of financial losses, fear of reputational damage, perceived risk and online purchase intention were investigated. Results: The research showed that the relations between the constructs of fear of financial losses, fear of reputational damage, perceived risk are positive and the relation between the constructs of perceived risk and online purchase intention were negative. All of the relations were statistically significant. Conclusion: Understanding the impact of fear of identity theft and perceived risk on online purchase intention can be helpful for online sellers, because with these findings they can manage this fear and perceived risk to increase online purchase intention and address the risks accordingly. Online sellers should therefore regard new findings from the field of online sales. If an online store wants to have success in sales, they should consider all sides of customers' desires as well as their restraints. [ABSTRACT FROM AUTHOR]

Digital presence is increasing on social platforms, and increasing numbers of companies have begun to invite virtual influencers to endorse their products. However, the question of whether AI endorsers can completely replace real humans is a challenging one. Therefore, in this study, we attempt to identify the differences in consumer purchase intention between consumers of products promoted by AI endorsers versus real human endorsers. In two studies, we found that AI endorsers effectively stimulated consumers' purchase intentions when recommending search products. For experience products, the marketing effect of a real human celebrity endorser is better, however, and consumers' purchase intention is stronger. Perceptions of congruency mediate the interaction of endorser and product type on consumers' purchase intention; self-image congruency mediates the influence of AI endorsers on consumers' purchase intention for search products. Moreover, functional congruency mediates the influence of celebrity endorsers on consumers' purchase intention for experience products. This paper is helpful for companies to encourage them to consider the role of different product attributes and adopt more appropriate strategies to maximize the effect of endorsement marketing strategies. • This study explores the interaction between endorser and product type on purchase intention. • The research proposes the effect of self-image congruency on purchase intention. • Functional congruency mediates the influence of celebrity endorser on consumers' purchase intention. • We advise managers not to blindly follow the trend of choosing AI as endorser. [ABSTRACT FROM AUTHOR]

Introduction: This study investigates trust's impact on consumer buying decisions and trust levels within e-commerce, shedding light on trust antecedents and their role in shaping purchase intentions. Methods: This qualitative study, conducted on September 21, 2023, employed a systematic literature review approach. Using the Scopus database in conjunction with Harzing's Publish or Perish 8 tool, the study focused on 23 articles concerning trust and online purchases. These articles were meticulously selected from a pool of 775 papers published between 2019 and 2023. Results: E-commerce trust research reveals recurring themes like reputation, risk, information quality, and utility, along with social support, subjective norms, fulfillment, trustworthiness, and vendor reliability. Trust plays a central role by mitigating risk, mediating relationships, and predicting purchase intent, influenced by content quality and social presence. These findings emphasize trust's significance in shaping online purchase intentions. Conclusion and suggestion: Understanding trust's complexity and its various antecedents is vital for businesses to tailor effective strategies, influencing online sales and consumer decisions in ecommerce. This research enhances trust comprehension in ecommerce, especially in emerging markets, by identifying key antecedents and providing a comprehensive framework. However, limitations include potential exclusions based on title format criteria and reliance on specific titles from 2019-2023. Future research should incorporate current publications and explore broader dynamics of consumer behavior in e-commerce. [ABSTRACT FROM AUTHOR]

This paper focuses on consumer electronics products and observes the comparative effect of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The mediating role played by brand admiration and brand attitude between influencer marketing and online purchase intentions are tested. The moderating role played by message involvement between influencer marketing and brand attitude is also observed. The survey method was employed to conduct this research, and data were collected from 438 respondents. The proposed hypotheses were tested using structural equation modeling, hierarchical regression analysis, and Hayes process method. The results submit that there is a definite advantage in choosing an expert influencer over an attractive celebrity influencer while planning the marketing communications of consumer electronics products. The mediating role of brand attitude and brand admiration is empirically evident. The moderating effect of involvement is also established. [ABSTRACT FROM AUTHOR]

This study investigates how prior usage experience with various decision aids available in an Internet shopping environment contributes to online purchase behavior evolution. Four types of decision aids are examined: [...]

The purpose of the study is to investigate the effect of e-service quality on satisfaction with online purchases moderated by cultural dimensions. E-service quality dimensions include ease of use, availability, efficacy, privacy, and relevant information. Cultural dimensions are individualism/collectivism and uncertainty avoidance. This research was conducted in Jakarta and its respondents are consumers who have completed an online transaction at Agoda.com and it was conducted from January to July 2016. This study uses moderated regression analysis (MRA) technique. The results of the study show that ease of use and privacy dimensions have not had significant effects on satisfaction moderated by collectivism culture, but availability, efficacy, and relevant information dimensions have significant effect on satisfaction moderated by collectivism culture. Likewise, the study found that ease of use and privacy dimensions have not had significant effects on satisfaction moderated by low uncertainty avoidance culture, and availability, efficacy, and relevant information dimensions have significant effects on satisfaction moderated by low uncertainty avoidance culture. [ABSTRACT FROM AUTHOR]

This study examines the joint effects of interactivity, task complexity, and product knowledge on customers' online purchase decision quality. Interactivity is defined as the extent to which users can participate in modifying the form and content of a mediated environment in real-time. For example, users sort products on a website based on certain criteria (e.g., price). An experiment with 264 participants was conducted to test the hypotheses. The results suggest that interactivity and task complexity jointly affect customers' online purchase decision quality. When customers perform a complex task, interactivity reduces the cognitive resources needed to perform the task and thus improves customers' decision quality. However, when customers perform a simple task, interactivity worsens the mismatch between the cognitive resources available and what is required, leading to deteriorated decision quality. Similarly, product knowledge and task complexity interact to influence customers' decision quality. Product knowledge improves decision quality when customers perform a complex task, whereas it results in deteriorated decision quality when customers perform a simple task. In addition, interactivity interacts with product knowledge to affect customers' intention to revisit the website. Specifically, interactivity has a stronger effect on customers' intention to revisit the website when the customer has more product knowledge. [ABSTRACT FROM AUTHOR]

Researchers have investigated the impact of various factors on customers' online shopping behaviors. What is not yet clear is the influence of customers' pandemic concerns on their purchase intentions and purchasing behaviors. This study, based on a survey of 520 online customers in Turkey, aimed to investigate pandemic-related concerns on customers' purchase intentions. We analyzed its role on customer segmentation. We extended the theory of planned behavior by introducing the impact customers' pandemic concerns. Testing the hypotheses with partial least squares, the results indicated that customers' pandemic concerns had an impact on their purchase intentions. We also discovered three customer segments by using psychographic variables obtained from hypotheses testing. Pandemic-related concerns were revealed a determinant in customer segmentation. We provided an exciting opportunity to advance our knowledge of customer segmentation and customers' online shopping manners. [ABSTRACT FROM AUTHOR]